PART 1: Gorgonbox Viral Campaign
We turned the landing page into a buzz building viral campaign that had the Sony, Nintendo and Microsoft communities debating who was behind the mysterious/cryptic website, and what product it was promoting. In addition to a compelling design with email capture, the unbranded site offered a fully functioning Code Cypher. If the viewer looked hard enough (or paid attention to the social chatter), they found a 1-800 number that read off a new code every day until launch (30 days). The codes unlocked a prequel to the game's storyline (a mission to locate and retrieve the Gorgonbox), as well as concept art and clues to the official sponsor. We also sent street teams to the most talked about gamer event of the year, the annual Electronic Entertainment Expo (E3). There they broadcast unbranded messages on the sides of buildings, put up signage, and passed out postcards.
The campaign created heavy online buzz across the gamer community (media and fans), and the website averaged 9 minutes per visit. Website designed and developed by Dustin Davis.
(video produced by Capacity)
The game was launched as a free PC download on popular gaming websites and the game's official website, nte.navy.com. Players could find and use codes hidden within specific content on Navy.com to unlock new weapons and attributes. The game was launched at Universal Studios Hollywood's CityWalk, where we setup an exhibit with rows of demo computers, in addition to ads placed in malls, video and gaming stores, and online.
- 2006 Internet Advertising Competition (IAC) Awards: Outstanding Microsite
- 2006 Web Marketing Association's WebAwards: Game Site Standard of Excellence
- 2006 Telly Award
- 2005 Caddy Awards (Detroit): Gold Interactive
- Feature in Big Idea Magazine
(game produced by Whatif Productions)